Suzuki uses a variant of the Helvetica typeface called Helvetica Nueu Black. The Helvetica font is popular for logos; even other car manufacturers, such as Toyota, use Helvetica or one of its variants.
Helvetica was first released in 1957 and quickly became a popular font. Helvetica is a sans serif font, meaning it doesn't have embellished elements where the lines of letters terminate like Times and other serif fonts. When compared to similar fonts such as Arial, people can often identify Helvetica due to the straight lines where strokes end. Helvetica also has a bit of a curve at the bottom right of the capital "R" and, in most variants, adds a bit of a tail to the lowercase "a."